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Assam Agricultural University, Jorhat
Assam Agricultural University is the first institution of its kind in the whole of North-Eastern Region of India. The main goal of this institution is to produce globally competitive human resources in farm sectorand to carry out research in both conventional and frontier areas for production optimization as well as to disseminate the generated technologies as public good for benefitting the food growers/produces and traders involved in the sector while emphasizing on sustainability, equity and overall food security at household level.
Genesis of AAU -
The embryo of the agricultural research in the state of Assam was formed as early as 1897 with the establishment of the Upper Shillong Experimental Farm (now in Meghalaya) just after about a decade of creation of the agricultural department in 1882. However, the seeds of agricultural research in today’s Assam were sown in the dawn of the twentieth century with the establishment of two Rice Experimental Stations, one at Karimganj in Barak valley in 1913 and the other at Titabor in Brahmaputra valley in 1923. Subsequent to these research stations, a number of research stations were established to conduct research on important crops, more specifically, jute, pulses, oilseeds etc. The Assam Agricultural University was established on April 1, 1969 under The Assam Agricultural University Act, 1968’ with the mandate of imparting farm education, conduct research in agriculture and allied sciences and to effectively disseminate technologies so generated. Before establishment of the University, there were altogether 17 research schemes/projects in the state under the Department of Agriculture. By July 1973, all the research projects and 10 experimental farms were transferred by the Government of Assam to the AAU which already inherited the College of Agriculture and its farm at Barbheta, Jorhat and College of Veterinary Sciences at Khanapara, Guwahati.
Subsequently, College of Community Science at Jorhat (1969), College of Fisheries at Raha (1988), Biswanath College of Agriculture at Biswanath Chariali (1988) and Lakhimpur College of Veterinary Science at Joyhing, North Lakhimpur (1988) were established. Presently, the University has three more colleges under its jurisdiction, viz., Sarat Chandra Singha College of Agriculture, Chapar, College of Horticulture, Nalbari & College of Sericulture, Titabar. Similarly, few more regional research stations at Shillongani, Diphu, Gossaigaon, Lakhimpur; and commodity research stations at Kahikuchi, Buralikson, Tinsukia, Kharua, Burnihat and Mandira were added to generate location and crop specific agricultural production packages.
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ThesisItem Open Access Production and Marketing of pineapple in Ri-Bhoi district of Meghalaya(2023) Diengdoh, Winsaphisha; Gogoi, Prodyut BijoyThe study was undertaken to address more specifically the production and marketing of pineapple in Ri-Bhoi district of Meghalaya, its economic feasibility and the various factors influencing the outcome of pineapple cultivation in the district. The data pertains to the year 2022-23 and the information was collected with the help of a pretested schedule from a sample of 120 farmers through face-to-face interview. A multistage random sampling procedure was followed for selection of the sample households, which were the primary source of data for the study. Descriptive statistical tools, simple tabular and percentage analysis were used to obtain economics of pineapple production along with the constraints faced by the stakeholders of pineapple cultivation. Multiple regression analysis was used to see the effect of various factors on pineapple production and the Cobb – Douglas type of production function was used. The study revealed that the average size of holding under pineapple cultivation was found to be 1.95 hectares, the average number of suckers per hectare was found to be 7963 in numbers and the total average labour requirement for pineapple cultivation per hectare was found to be 25.67 man-days. Economic analysis through Cost concept revealed that pineapple production in the district was financially profitable with high Benefit-Cost ratio in each farm size. The B: C ratio was found to be the highest in the marginal farm (1.71) and the lowest in small farm (1.59). The major problems faced by various stakeholders of pineapple cultivation are labour intensive, lack of storage facility, perishable nature of pineapple, wide fluctuation in price and high transportation cost but despite the various constraints faced by the pineapple growers. The results of the study showed that pineapple cultivation in the district despite the various constraints faced by the growers and due to its labour-intensive nature still had the potentiality to generate employment and generate income all throughout the year.ThesisItem Open Access A PRODUCTION TREND AND MARKETING OF BAMBOO IN ASSAM(2023) Chutia, Tulika; Hazarika, ChandanBamboo, the tallest and the fastest growing (up to one metre per day) woody perennial grass on planet earth, belongs to family Poaceae with about 1,200 species reported globally (Lobovikov et al., 2007). Height of bamboo species varies from a few centimetres to about 30 metres and can reach to a diameter of up to 30 centimetres. Because of wide adaptability and utility bamboos are ecologically, socially, commercially and environmentally important group of plants. Bamboos are naturally distributed in the tropical and subtropical belt between 46º north 47º south latitude, and are commonly found in Africa, Asia, and Central and South America. Bamboo species are found in diverse climates ranging from cold mountains to hot tropical regions. The total population of bamboo species in the world is represented by 80-90 genera and about 1000-1500 species. India is the second richest country of the world after China in terms of bamboo genetic resources, as per the FAO report on world forest resources. According to the India State Forest Report 2017, in India there are 125 indigenous and 11 exotic species of bamboo belonging to 23 genera. The total bamboo area in Assam is about 2.23 million hectares as against India’s total area of about 11 million hectares under bamboo. Out of the 130 bamboo species available in India, 34 species are available in Assam. The main bamboo growing areas of Assam are the districts of Cachar, KarbiAnglong, North Cachar Hills, Nagaon and Lakhimpur. The present study is an attempt made to investigate and analyse the level of area, production and marketing of bamboo and bamboo related products in Jorhat district of Assam. The entire state of Assam is selected for analysing variability in area and production growth of bamboo cultivation. Multistage random sampling design was used present study for collection of primary data from Jorhat District. Total of eighty households were selected from kaliapani block and Titabor block and categorized into four group, viz. marginal, small, semi-medium and medium based on their operational land holding. The study shows that the recorded forest area of Assam experienced the highest increase of 23.73% between the years 2011 and 2017. From 2011 to 2017, the pure bamboo area experienced a significant decrease (-60.95%). After 2017, area shows significant increase. Density of bamboo decreases from 2017 to 2019 significantly (-56.14%) and it further decreased from 2019 to 2021(-2.12%). The average area and production covered by Bholuka bah is more than that of Jati and Kako bah. BC ratio of marginal, small, semi-medium and medium Bholuka bah farmers are 1.57, 1.71, 2.15, 2.35 respectively. For Jati bah growers, 1.80, 2.07, 2.42, 2.14 and Kako bah growers 1.93, 1.99, 2.24, 2.50 respectively. The key bamboo uses in the study area included bamboo house construction, residential fencing, furniture, agricultural purpose, food, fuel and other minor cottage industry handicraft products like basketry, tray, showpiece, lamp and flower vase etc. The study identified four important marketing channels for Bholuka bah and Jati bah and two marketing channels for Kako bah. Out of these four channels, the marketing cost was found to be highest in channel IV and least marketing cost observed in channel II for Bholuka bah and Jati Bah growers. The marketing efficiency was found to be highest in channel III followed by channel II and lowest in channel IV for both Bholuka bah and Jati bah growers. Among all the problems of growers the most important problem was technical problem then timely non availability of labour and high labour cost followed by lack of knowledge about managements, small land holding, lack of technology and lack of planting materials. The present study recognized the bamboo as an important means for increasing return per unit area, which influenced a considerable number of growers to engage in production and marketing. Hence better improvement of their socio economic status is to be expectedThesisItem Open Access AN ECONOMIC ANALYSIS OF MINOR MILLETS CULTIVATION IN ASSAM(2023) Anowar, Tarik; Baruah, AmvrinAssam being the highest producer of minor millets in North-east the present study was conducted to analyse the economic aspects in three districts of Assam viz. Dhubri, Bongaigaon and Barpeta with highest area under cultivation. A total of 120 respondent farmers were selected randomly from three development blocks from each district, comprising two villages from each selected block (total=18 villages). The primary data was collected for the year 2022-2023 through personal interview method with the help of pre-tested structured schedule. Stratified random sampling was employed in the study to select the respondents adequately to fulfil the objectives. In context with the current scenario of “International Year of Millets-2023” and “Assam Millet Mission”, and India being the highest producer of minor millets, an attempt has been made in the study to analyze the scenario of minor millet cultivation in the region, including types of millet species grown, to estimate the resource use efficiency of the farmers and lastly, to explore the prospects of value addition and constraints associated in cultivation in the study area. The study on socio economic profile of the respondent farmers revealed that the average size of land holding of the sample households was 1.87, 1.43 and 1.78 hectares for the foxtail millet growers, proso millet growers and farmers growing both the millet species respectively. Average area under millet cultivation was 0.45 ha (foxtail), 0.44 ha (proso) and 0.73 ha (both) and cropping intensity was found to be 124 %, 127% and 128%. Average age of respondent farmers revealed by the study was 43.56 years. Adult male constitute 89 % and female constitute 11%. Study also revealed that the literacy rate of among the respondent farmers were 75.83%.The total cost of cultivation for foxtail millet per ha was found to be Rs. 30922.90, proso millet (Rs.30147.03 per ha) and farmers cultivating both millet types were (Rs. 22418.58 per ha) with gross return per ha was reported as Rs. 46246.55, Rs. 52551.98 and Rs. 46246.55, generating a net return of Rs. 15323.64, Rs. 23912.61 and Rs. 20180.64 respectively, resulting the returns per rupee (Benefit-Cost) of 1.50, 1.62 and 2.07 respectively. The commercial cost of cultivation (C3) was found to be Rs. 34015.19/ha for foxtail millet, Rs. 35608.48/ha for proso millet and Rs. 24660.44 /ha for farmers cultivating both millet species. Stochastic Frontier Method (SFA) approach was employed to estimate the resource use efficiency of the farmers and their mean technical efficiency was found to be 0.677 (foxtail millet growers), 0.703 (proso millet growers) and 0.740 (for farmers cultivating both foxtail and proso). Prospects of value addition from minor millets in the study area include preparation of millet rice and flour, ready to eat snacks and beverages, bakery items, weaning foods, etc. The major production constraints (calculated through Garrett Ranking Method) confronted by respondent farmers of the study area were found to be weed infestation, shortage of human labour, high input cost, non-availability of good quality seeds, lack of knowledge of package and practices,etc. Furthermore, constraint associated with value addition and marketing of minor millets were lack of proper market information system and market price, lack of processing facilities, low and fluctuating price of the produce, poor road connectivity to the cultivating area, lack storage facilities, etc. Adequate policy measures by the Government regarding processing and marketing could uplift the minor millet growers in the study area.ThesisItem Open Access PERFORMANCE EVALUATION OF SOIL HEALTH CARD SCHEME IN RELATION TO FARMERS’ INCOME- A CASE STUDY IN CACHAR DISTRICT OF ASSAM(2023) Deb, Sradhanjali; Borah, MonishaThe Soil Health Card (SHC) Scheme is a government initiative aimed at assessing and improving agricultural soil quality throughout the country by informing farmers about their soil. Farmers who are benefitted in this program receive Soil Health Cards that contain detailed information about the health and nutrient status of their soil. The program assists farmers in making educated crop selection, fertilizer application, and soil management decisions. The Soil Health Card scheme helps to improve crop productivity, optimize resource utilization, and thus ensuring profitability for farmers. The current study was undertaken primarily to assess the impact of the Soil Health Card scheme on farmers’ income in the Cachar district of Assam, examine the status of implementation of Soil Health Card scheme across districts of Assam, and investigate the problems associated with the use of Soil Health Cards. The sampling design used for the study was multistage random sampling design. The study was conducted with a sample size of 60 Soil Health Card users and 60 Soil Health Card non-users from the Silchar sub-division of Cachar district of Assam. The distribution of Soil Health Cards in Assam's districts was discovered to be uneven, with some districts like Dibrugarh, Tinsukia, Sivasagar leading the board, while districts in hilly ecological zone such as Dima Hasao, Karbi Anglong etc. lagging behind significantly, constituting not even 1 per cent of the total Soil Health Cards distributed in the state. The soil testing laboratories in the state were not evenly distributed, Jorhat district had 10 numbers of Soil Testing Laboratories, which was highest among all the districts of Assam. The data from the study revealed that there was a discrepancy in utilization of funds that were allocated year-wise from 2017 to 2021. The utilized amount of fund was significantly lesser than the allocated funds with only 29 per cent of the allocated fund being used. The per hectare cost of rice cultivation for Soil Health Card users and Soil Health Card non-users was calculated, and it was discovered that the total variable cost for Soil Health Card users was (Rs. 43395.7/ha), which is slightly higher than that of Soil Health Card non-users (Rs. 41714.56/ha). On an average, total cost of cultivation (Cost C3) of Soil Health Card users came out to be Rs. 64749.18, which was again higher than the average total cost of cultivation (cost C3) of Soil Health Card non-users, which was Rs. 64400.30 The returns structure in rice production, on the other hand, revealed that the gross returns obtained by Soil Health Card users were relatively higher (Rs. 78368.35/ha) than those obtained by Soil Health Card non-users (Rs. 69674.45/ha). Similarly, net returns realized by Soil Health Card users (Rs. 19901.24/ha) were higher than net returns realized by non-users (Rs 12286.07/ha). The returns per rupee of investment for Soil Health Card users and non-users were 1.30 and 1.19, respectively, indicating that Soil Health Card use has benefited farmers. Furthermore, independent t-test and paired t-test were performed and both revealed a statistically significant difference in returns and yield between Soil Health Card users and non-users. Independent t-test revealed a significant difference in yields across the farm size classes which were marginal (2.94**), small (3.25**), medium (2.36**), the test displays a significant difference in returns across the size classes which are marginal (2.20**), small (2.41**) and medium (2.67**) groups of Soil Health Card users and Soil Health Card non-users. Further, paired t-test revealed similar results showing a positive significant difference in yield (4.20***), gross returns (4.66***), and net returns (4.03***) between Soil Health Card users and Soil Health Card non-users, pointing to an advantageous position of Soil Health Card users in terms of profitability. Overall, the Soil Health Card can be viewed as a tool to help farmers increase their income. Farmers of the study area, on the other hand, face some challenges in adopting Soil Health Cards, such as difficulty in understanding recommended doses of fertilizers given on the Soil Health Card, lack of capital to afford fertilizers according to recommended doses, lack of follow-up training and advice from extension agents, delay in disposal of Soil Health Cards to farmer after sampling of soil, lack of proper knowledge on the scheme, and so on. More training, awareness camps, and government subsidies on fertilizers would help to alleviate farmers' problems, accelerating the state's adoption of Soil Health Cards.ThesisItem Open Access A comparative study of arrivals and prices of Onion and Potato in Assam(2023) PRIYA, ANANTHULA SINDHU; Buragohain, RinumoniThe present study was undertaken to study the arrivals and prices of Onion and Potato in Assam, with the objectives to study the trends, relationship and problems associated with the arrivals and prices. For that purpose, the study was carried out in 6 major district markets of Assam. Information was collected from the secondary sources: AGMARK website and Assam State Marketing Board and from primary sources, with the help of pretested schedule with sample size of 30 (10 farmers, 10 wholesalers, 10 retailers) in Jorhat. The findings of the study revealed that the highest mean and CV of prices of Onion were observed in October and November, lowest in April and May and for arrivals the highest in November and December, lowest in May and June. It was found that, the values for CAGR of prices of Onion were observed to be positive in Nagaon, negative in Bongaigaon and Kamrup, a mixture of both in Golaghat, Sonitpur and Jorhat. For arrivals, all positive growth rates were observed in Nagaon, Jorhat and Bongaigaon and few negative values were seen in Golaghat and Sonitpur and all negative values in Kamrup. Seasonal indices of arrivals of Onion, a large fluctuation is observed. And for prices, highest in October and November and lowest in April and May. It was also found through Pearson’s correlation co-efficient that, In Jorhat and Kamrup markets, the correlation values were all negative. Positive values were seen in the markets like, Nagaon and Golaghat. For Potato, highest mean and CV of prices was observed in November and December, and lowest in January and February. And for arrivals, the highest mean and CV for observed in May and June and lowest in September and October. The values for CAGR for prices both positive and negative rates was seen in all the 6 districts, with highest values in Nagaon and lowest in Jorhat. For arrivals, all positive growth rates were seen in Jorhat, Bongaigaon and Sonitpur and all negative growth rates in Kamrup, a mixture of both in Nagaon and Golaghat. In the Seasonal indices of arrivals, a large fluctuation was observed. For prices, highest in November and December and lowest in February and March. When correlation was calculated, both positive and negative relationship between arrivals and prices were seen in all most all the markets. In Sonitpur and Golaghat markets, more negative relationship between the arrivals and prices were seen. Problems like, Insect and pest attack in Onion, Diseases especially late blight and early blight in Potato, Perishable commodity resulted economic losses, Lack of storage facilities, small land holding and transportation are observed to be affecting the arrivals and prices to a great extent.ThesisItem Open Access DYNAMICS IN RICE PRODUCTION TECHNOLOGY – A STUDY IN JORHAT DISTRICT OF ASSAM(2023) Borah, Satabdi; Halim, Riaz AbdulMore than half of the world's population relies on rice as the primary means of dietary habits, with Asia, South America, Africa and Sub-Saharan Africa as its major consuming regions. This emphasizes how crucial it is to sustain sufficient food for a large population. Enhancing the rice crop's output potential, stability, and nutritional value is of the utmost importance right now. The purpose of the present study was to investigate the technical advancements in rice farming from 1981 to 2022, the consequences on farm income and the challenges farmers endured in implementing new technology throughout time. In order to sustain the research purpose detailed information were collected from 120 samples of Jorhat district, especially Titabar, with the help of a properly structured schedule by personal interview method and the considered 41 years was divided into three periods viz. Period I-1981, Period-II 2015 and Period-III 2022. Findings revealed that average operational holding of the farmers had declined from 1.17 ha in 1981 and 2.00 ha in 2015 to 1.01 ha in 2022. Morever during 2022, cropping intensity (105.94) showed 20.63 per cent and 15.92 per cent decline from 1981and 2015 respectively. The type and amount of labour, quantity of fertilizer, seed rate and variety were found to be the areas where technological variations had the most obvious effects. Over the time, rapid mechanization led to a decrease in the utilization of human and animal labour in rice farming. In all of the periods, less fertilizer was applied than what Assam Agricultural University had recommended. However, because of the concurrent use of DAP and SSP, phosphorus application was found to be higher during 2015 and 2022. The seed rate used in the current period was within the range of recommendations, unlike the improbable excess use of seeds in 1981 and 2015. Since the fields were previously dominated by local varieties, the application of HYV of Sali rice on farms in later periods had altered the total input utilization. These technological changes over time had increased the yield, attributed to higher earnings of the farmers. Although net income had increased by 279.30 per cent over 1981, it had decreased by 22.95 per cent from 2015 at current price. Over the periods, farmers had faced various challenges in adopting new technology, but the absence of irrigation infrastructure was consistently found to be a constraint to rice farming.ThesisItem Open Access AN ECONOMIC ANALYSIS ON PRODUCTION AND MARKETING OF HONEY IN ASSAM(2023) Hazarika, Priyangshi; Gogoi, HorindraHoney is a sweet, sticky liquid made by the bees. The bees create honey from the sweet juices of plants (known as floral nectar) or from the secretions of other insects (like honeydew). The present study was designed to investigate the production and marketed surplus of honey, marketing practices and efficiency and to identity the problems and factors affecting the production and marketing of honey with a sample of seventy beekeepers. The study was conducted in Jorhat and Golaghat districts of Assam. The study revealed that all group average production of honey per farm and per colony was worked out to be 229.64kg and 5.85kg respectively. The per colony production in Apis mellifera was 12.56 kg while that in Apis cerena was 5.31 kg. The all group wax production per farm was found to be 39.27kg and 1kg per colony. In Apis mellifera it was 1.03kg per colony and Apis cerena it was 1kg per colony. From the total production, in all group average 97.63 per cent of honey was marketed. The cost analysis revealed that in per farm all group total cost and return was estimated to be Rs 45502.88 and Rs 102776.01. In case of per colony total cost was Rs1159.10 and gross return was Rs 2618.08. Furthermore, per kg total cost of production was Rs209.34 and gross return was Rs 458.38 in all group analysis. The benefit cost ratio in all group was found to be 2.26 which made it a profitable enterprise. The various practises followed in the marketing of honey were packaging, labelling and method of selling of the honey. The channels involved in marketing of honey were– Producer-Consumer, Producer- Retailer- Consumer, Producer- Wholesaler- Consumer, Producer- Processing unit-Retailer – Consumer and among the channels the sell of honey to direct consumer was found to be most efficient according to Shepherd’s and Acharya approach. From the result of the analysis based on Garrett Ranking the main problems faced by beekeepers were lack of flower which leads to absconding of bees and in case of marketing lack of proper marketing information and knowledge was found to be the most important problem. The factors affecting production and marketing were analysed by semi logarithm regression model, where it was observed that number of hives and pest control affecting the production was found to be significant and positive in all groups and in case of marketing number of hives and price was found to be significant and positive in all groups. For the growth of the industry problems must be paid attention through policy measures like Government price fixation, formation of cooperatives and impart of market information.ThesisItem Open Access A STUDY ON THE ECONOMICS OF MILLET PRODUCTION IN ASSAM(2023) Mudoi, Pranjal Protim; Deka, NiveditaThe miracle grains millet is now a globally popular crop because of its numerous benefits. Millet plays a crucial role in the lives of millions of resource-poor farmers in India, serving as a significant source of food and fodder. Its contribution is vital to the country's ecological and economic stability. Millets offer compelling reasons for farmers to cultivate them and for consumers to choose them over other cereals. Millet can thrive in rainfed conditions and adapt well to various ecological environments. Millets demonstrate remarkable resilience to rising temperatures and droughts, requiring only 28 percent of the water needed for paddy cultivation. Their ability to grow in marginal land with minimal inputs makes them agriculturally superior to other commercial crops. Compared to other cereals, millets boast a superior micronutrient profile. Studies indicate that millets contain 20 percent less carbohydrates than rice and wheat, making them an excellent option for health-conscious individuals. Recent research highlights millets as a rich source of protein, fiber, minerals, and vitamins, effectively addressing deficiencies in iron, zinc, and protein. The primary objective of this study was to assess the status of millet cultivation in the state of Assam and analyse its cost, returns, and resource utilization efficiency. Additionally, the research examined the challenges related to millet production and marketing, while also exploring the potential opportunities for the crop's future in the region. The research took place in the Gossigaon sub-division of Kokrajhar district, involving 120 millet farmers. The study revealed a positive and statistically significant growth in millet cultivation in Assam between 2007-08 and 2020-21, as indicated by an increase in the area (0.949), production (1.09), and productivity (2.118 ***). This outcome highlights the considerable potential of millet cultivation in the state. Total cost of cultivation of Millet for Group I, Group II and Group III was found to be Rs 27013.95/ha, Rs 30589.30/ha and Rs 31234.63/ha respectively and Human labour constitute highest to the total cost. For all groups of farms, the Return over Variable Cost was determined to be 1.83, 1.92, and 1.99, respectively. This indicates that the crop is currently profitable at its existing level, with the potential to be significantly enhanced in terms of profitability. The functional analysis demonstrated that the coefficient of multiple determination (R2) for Group I, Group II, and Group III farmers were 0.83, 0.85, and 0.95, respectively. These values indicate that the variables considered in the production function accounted for approximately 83%, 85%, and 95% of the variations observed in the production process. Further the MVP to MFC ratio for groups were greater than unity indicating that farmers have opportunities to increase the production by using more resources. However, there are certain problems related with millet production such as lack of technical know-how among the farmers, high labour requirement for post-harvest operation, lack of proper market etc. Awareness drive on the benefits of millet consumption and production and training on adoption of recommended practices would help in popularising millet in the state.ThesisItem Open Access CONSUMPTION PATTERN OF DIFFERENT FOOD ITEMS IN JORHAT DISTRICT OF ASSAM(2023) SAGAR, MANIKANTA; Das, Anup KumarThe Roman philosopher Seneca once said, "A hungry person listens neither to reason nor to religion; nor is bent by any prayer". He wants food today and not just assurance of food for tomorrow. From this statement we all get to know about the importance of food and food consumption. According to Adam Smith, “Consumption is the sole purpose of all production”. Consumption is a start of every human activity. The present study was undertaken to address more specifically the consumption pattern of different food items, monthly per capita consumption expenditure (MPCE) and factors influencing the purchase decision and consumption expenditure. For that purpose, information was collected with the help of pretested schedule from 100 sample households in the district of Jorhat by interviewing them personally. The findings of the study reveal that both urban and rural consumers consume cereals, pulses, milk and milk products, salt and sugar, edible oils, egg, fish, meat, vegetables, fruits, spices and beverages with certain degree of variation. The most noticeable variations were observed in case of egg, fish & meat, milk & milk products, edible oil, vegetables and fruits which were consumed more by the urban consumers as compared to the rural consumers, the possible reason may be higher income of the urban consumers, their better standard of living and the food availability. Analysis of MPCE indicate that the rural household spends about Rs 10,964 on food items which accounts for 38% share of their monthly income. As against this, the urban households spend Rs 12,057, representing 22% share of their monthly income. Attempt was made to identify the factors influencing the consumption expenditure and for that matter regression analysis was carried out with total MPCE of the household on food items as dependent variable and household size, monthly income, land holding, education status, age, family type dummy and mass media exposure dummy as independent variables, which explained 80 to 81% variation. On the basis of the results, one may suggest that well thought out policy may be formulated/executed which may lead to increase in disposable income of the consumers and increased awareness on family welfare and food nutrition. To study the factors influencing purchase decision of aforementioned food products limited variables are considered and asked to rate them from 1 to 5 (1-extremely important, 2- very important, 3- somewhat important, 4-not so important and 5-Not at all important). The factors like Cleanliness of the product, quality of the product and price played significant role while making purchase decision in both rural and urban consumers.
